Marketing Courses

MKT 11 Marketing Principles and Practices
This is a survey course of the field of marketing with particular emphasis on segmentation and target marketing, differential advantage, product life cycles, positioning, marketing mix decisions and product development.
Every Semester, 3 credits

MKT 14 Consumer Motivation and Behavior
This course studies consumer behavior from a psychological and sociological perspective stressing consumer motivation, personality, psychographics and lifestyle research, social class and culture, learning theory, attitude formation and change, opinion leadership and diffusion of innovations.
Prerequisite: MKT 11.
Every Semester, 3 credits

MKT 16 Business Communications
This course examines the opportunities and problems inherent in the process of business communication. The course is designed to improve effective business communication with emphasis on individual and interpersonal skills building. Topics include, but are not limited to, determining appropriate style and tone in various types of written business communications; strengthening verbal effectiveness through the use of presentations and graphics; and learning to interpret and use non-verbal communication for greater impact. This course addresses the unique communication challenges that arise as a result of diversity, globalization and the pervasiveness of technology.
Fall/Spring, 3 credits

MKT 21 Retailing
This is a survey course emphasizing retail strategy, the evolution of retail institutions such as hypermarkets and the wheel of retailing, markups, atmospherics, location and distribution strategy, scrambled merchandising, market analysis and inventory control. Also, the creation of store image and consumer loyalty is studied.
Prerequisite: MKT 11.
On Occasion, 3 credits

MKT 24 Fundamentals of e-Marketing
A survey of course of the new and exciting field of e-Marketing with emphasis on user characteristics and behavior, marketing information systems, product and pricing issues, e-Marketing communications, security, electronic payment systems and legal and ethical issues.
Prerequisite: MKT 11, 14
Every Semester, 3 credits

MKT 31 Sales Management
The importance of managing the creative selling function, including telemarketing, missionary sales, prospecting and qualifying prospects, territory management, role ambiguity, evaluation of sales performance and motivating a sales force is examined in this course.
Prerequisite: MKT 11.
On Occasion, 3 credits

MKT 33 Marketing and the Regulatory Environment
This course examines the impact of government regulations on marketing decision-making, legal actions by and against competitors, enhanced consumer rights and product liability. This course analyzes programs to accommodate these increasing restraints on market strategy.
Prerequisite: MKT 11.
On Occasion, 3 credits

MKT 35 Integrated Marketing Communications
The course focuses on promoting synergy of marketing communications practices and relationships with the customer. It emphasizes strategic planning and management of marketing communications. The program covers a variety of functional areas including advertising, public relations, direct response, sales promotion and event sponsorship, as well as basic principles of brand communication relationships and position strategies.
Prerequisites: MKT 11
Every Semester, 3 Credits

MKT 41 Advertising
The course studies advertising strategy including positioning, institutional advertising, advocacy advertising, media selection and scheduling, agency relations, the role of the advertising manager, comparative advertising, the creative process, the use of testimonials, cooperative advertising, and the assessment of advertising effectiveness and consumer reactions.
Prerequisite: MKT 11.
Every Semester, 3 credits

MKT 43 Direct Marketing
Direct response sales is one of the fastest growing areas in the field of marketing. Methods of tapping this market constitute some of the most sophisticated techniques devised and are the cutting edge of information technology. This course will familiarize students with the entire range of direct response channels and the advertising strategies appropriate to each.
Prerequisite: MKT 11.
Annually, 3 credits

MKT 45 Industrial Marketing
The study of business-to-business marketing, organizational buying behavior, decision-making units, buying center processes, OEMs, value-added dealers, industrial segmentation, market concentration, SIC codes, derived demand, joint demand, straight/modify/new task purchases, make/buy/lease decisions and government marketing is covered in this course.
Prerequisite: MKT 11.
On Occasion, 3 credits

MKT 51 Marketing Research
This course studies marketing research methods and designs, including survey methods, focus groups, depth interviews, observation and experimental approaches. Topics also include sampling techniques, interpretation of data, the use of consumer panels, mall intercepts and UPC scanning.
Prerequisites: MKT 11, QAS 20.
Every Semester, 3 credits

MKT 55 Marketing Channels
This course covers the analysis and management of distribution strategies, including selection of wholesalers, channel power and conflict, channel dominance, physical distribution and logistics, legal constraints and international comparisons of marketing distribution systems.
Prerequisite: MKT 11.
On Occasion, 3 credits

MKT 61 Product Strategy
This course presents a comprehensive presentation of the product planning and development process. Topics include idea generation, concept development, screening criteria, concept testing, commercialization and the development of marketing plans. Marketing mix decisions and strategies over the product’s life cycle are also covered. The global dimensions of product development and product strategies as well as ethical issues are explored and integrated into the course.
Prerequisite or Co-requisite: MKT 51
Annually, 3 credits

MKT 70 International Business: The Firm & the Environment
The course serves as a general introduction to the discipline of international business. It discusses the international environment that creates opportunities and threats for domestic business. It explains the key institutions which have facilitated globalization through the multilateral negotiation process or through the creation of global liquidity and the possibility for economic development opportunities. The bilateral forces stimulating regionalization are also analyzed. Of particular concern is the role of the firm in these processes. Theories and concepts related to trade, investment and strategic decisions including corporate structural options are also discussed.
Prerequisite: MKT 11
Annually, 3 credits

MKT 71 International Marketing
This course is a study of the international marketplace, with special emphasis on the international environment, social/cultural and political/legal differences, trade barriers, foreign entry, licensing and joint ventures, the multinational firm and global marketing strategy.
Prerequisites: MKT 11, 14.
Every Semester, 3 credits

MKT 72 International Marketing Entry Strategies
This course is an overview of International Marketing entry strategies. Students will examine the infrastructure of these markets, emerging trends, barriers to entry, and the development of marketing strategies needed to enter and compete in these unique environments.
Prerequisite: MKT 71
Annually, 3 credits

MKT 73 Fundamentals of Export Marketing
This course is an introduction to international marketing tactics for those students interested in exporting. The course examines the discovery of leads for export targets, analyzes marketing methods, sales costs and expenses, surveys, and how to design, control and operate a global distribution network. In addition, the various governmental agencies and support systems available to assist businesses in globalizing their marketing activities is examined.
Prerequisite: MKT 71.
Annually, 3 credits

MKT 81 Marketing Seminar
This is the capstone course aimed at developing the student’s analytical abilities through class discussion of actual marketing cases and the use of computer simulations involving a variety of marketing decision-making skills and knowledge.
Prerequisites: MKT 51, Senior status. May be taken concurrently with Marketing 51 with instructor’s permission.
Every Semester, 3 credits

MKT 91, 92 Independent Research Study
This is a program of supervised research in a selected area of marketing.
Every Semester, 1 or 2 credits

MKT 95 Internship
Internships are planned programs of research observation, study and participation in selected organizations. They are designed to enrich classroom study with hands-on practical experience. Internships will be arranged by students and approval must be obtained from the Chair of the Marketing Department prior to the commencement of the internship. A faculty advisor will be appointed to oversee the internship.
Prerequisites: MKT 11, MKT 14
On Approval, 3 credits